A seatbelt safety video that gets 2M+ views?
Who would have known that this video would go viral about 6 weeks after we launched it? But when we look back at how we approached the project, it actually makes perfect sense. Yes there's some awesome writing, but the real reason is that we collaborated with talented content makers and let them be creative. We just happened to be the ones to make it all come together.
Why did we do this?
NHTSA came to us with a surprising problem: That unbuckled auto injuries were on the rise with teens and young adults. Many of them being fatal. So NHTSA asked us if we could figure out a way to create a new safety message that would actually resonate.
NHSTA knew it was missing the mark with its TV commercials but wasn't sure why. So we did some digging which gave us a number of insights. One of them being that, OMG, stop doing TV commercials already! TVs to teens have about the same influence as AM radio.
A New Platform
Because we were looking for something rather fresh, when we found Vine we gave each other Top Gun style high fives. It already had a rapidly growing user base, Influencers who were eager to help spread our message and a 6 second video format that was perfect for short attention spans and vast shareability.
Finding the leaders
But we also knew that just discovering a new platform was not enough. We needed the big dogs to help us create content if anybody was going to get excited about our video. So we looked for Vine leaders and asked them to help us spread a message about seatbelt safety. Suprisingly, they were all over it.
The Launch Videos
To get the ball rolling, each leader each made their own personal #3seconds2life video to share. The only requirements they were given, 1) have a positive message about life 2) Use our hashtag in the video somehow. The video could also focus on buckling-up, but that was optional. We wanted variety.
Then a wave of creativity
After the first videos hit, hundreds of thousands of people saw them. That inspired a wave of creativity to wash over Vine as followers of our initial A team started making lots of spin-off videos with our #tag.
After about 6 weeks of activity, we had over 2M views for our campaign video on YouTube. Also, about 100 additional spin-off videos had been created and shared by followers. The spin-offs were then re-shared by our A Team, giving everything a much a bigger bump for exposure. It's hard to say exactly how many people this campaign touched but we would estimate around 4-5 million.
A huge thank you to those involved
Making seatbelt safety interesting to teens is pretty hard. We found that the key was just to make it fun, lighthearted and let the audience create the message. This was one of the biggest hits NHTSA has had in a long time. A huge shout out goes to all the individuals who believed in the message and spent the time to participate and share.